Clove
A healthcare sneaker startup on a mission to support those who support others. Named one of TIME’s Best Inventions of 2021 and Fast Company’s 2020 Innovation by Design Award winners.
As the company’s second hire, I led the multidisciplinary brand creative team responsible for the research, strategy, and execution of visual worlds for over 50 brand and product launch campaigns across paid and organic marketing channels, ensuring that the brand was communicated and represented cohesively throughout every touchpoint.
Art Direction, Brand Activations, Campaign Development, Channel Strategy, Content Production, Creative Briefs, Design Direction
Branding Garrett Elizabeth Office
Creative Direction Wade Keller
Photography Breanne Furlong
Copy Joanne Hwangbo
Graphic/Motion Fiona McLaughlin, Jenny Lin
SNEAKERS DESIGNED FOR HEALTHCARE (2022)
Brand-Defining Campaign
In collaboration with Five Five Collective, I contributed to storyboard concepts and brand copy, led design direction in post-production, and owned both social media and out-of-home optimization.
CLOVE x NURSE CLARA (2022)
Influencer Partnership and Product Launch Campaign
From the bold decision of going lace-free for ease of slipping on, to the subtle touch of mugunghwa embroidery on the heel, the Clara 1 was Clove’s first ever collaboration sneaker that bridged creative intentionality with cultural mindfulness in a cohesive way. I was deeply involved in finalizing the shoe and packaging design, as well as creative direction, social media and paid marketing strategies, and out-of-home campaign execution.
MEET CLOVE (2022)
Brand-Defining Campaign
I spearheaded creative strategy and managed the design team responsible for billboard and transit ad placements across six major cities in the United States.
SOLO (2022)
Product Launch Campaign
We introduced Clove’s first foray into monochromatic, neon footwear through an equally vibrant campaign that celebrated healthcare professionals of diverse backgrounds and specialties. I led design strategy and managed the team that brought this campaign to life via paid media, organic social, email, and print marketing placements.
NURSES WEEK (2020-2022)
In-Person Activations
I was in charge of creative direction and content strategy for event design, print collateral, limited-edition merchandise, and digital marketing. I also oversaw day-of coordination and content capture for select activations.